When I think about the three main reasons why clients and prospects visit your law firm’s Web site, I imagine that I also hear, “Yeah, but” in response.
As in, “Yeah, I realize studies say that clients want assurance that I can fix their problems and that I can make their lives easier (and that they’ll like working with me), but I have a professional code of ethical conduct. I could be reprimanded or endanger my license if I make claims like that.”
My advice? Don’t.
- First, back up. Your state’s code of conduct probably isn’t a priority for most clients and prospects. So, remember that they’re far more worried about their needs, not yours.
- Second, how you address Can you fix my problem? and Will you make my life easier? is more nuanced than a simple yes or no.
For example, a strategically-written case study can speak volumes about your abilities without ever promising a result. Same with testimonials, rankings and other third-party endorsements.
Your bio is not merely a resume. It’s the principal destination for most of your site’s visitors, one that offers you an opportunity to tell your story…in terms that matter to your visitors’ stated needs.